Diapason Cosmetics Milano (DCM) is the most recent brand created by Lisap Group, an established enterprise in the professional hair industry which is expanding its business portfolio with new acquisitions and attractive opportunities.
Estetica Export has interviewed Giorgio Milani, General Manager of Diapason Cosmetics
Can you introduce Diapason Cosmetics?
“Diapason Cosmetics was only founded four years ago as a new project of the Lisap Group. We wanted to create professional product range at more competitive price point to meet the requirements of a different section of the market, especially in terms of export.
We don’t want to be the more competitive brand of the market, but the more competitive between the ‘quality brands’.
The initial marketing plans didn’t reach the desired results in terms of both distribution and attracting new clients, as it was mainly being sold to existing clients. At that time, however, the Lisap management team decided on a group overhaul that included the acquisition of companies such as Parisienne and the appointment of a management team with specific experience in the professional hair export business.
When the Covid pandemic stroke we were just studying a new marketing strategy for Diapason Cosmetics and, in a way, it was a good thing to have time to review the whole project”.
What are the main characteristics of this new project?
“We redeveloped Diapason Cosmetics into a range that is competitive in terms of price but also guarantees excellent quality and dependable results on the hair. We also offered distributors specific accessories and education packages, to underline we are not just competitive products, but a competitive brand. In 2021, we launched some new products and upgraded the whole range, resulting in an encouraging 30% increase by the end of 2021”.
What are the advantages of Diapason Cosmetics?
“We know that the Covid period has changed a lot of parameters in the market; our brand was designed to take advantage of this situation. A range with a limited number of products is now considered a more inviting proposition for hairdressers, as it reduces the investment needed for a complete range of a well-established brand. These are also easy-to-understand products, which is an advantage over some of the more sophisticated brands in times of crisis.
We also are aware that we could not ask to be the main brand, especially in those well-consolidated salons that have been using one prestige brand for decades. Lowering the prices to meet some customers’ needs for cheaper services can turn into a wrong strategy when the salon took years to position these prices in the market, and then will be impossible to raise them again. In these cases, Diapason Cosmetics can be the cheaper alternative to satisfy a part of the salon’s clientele that is looking for a better deal in times of crisis”.
I understand DCM sells better in foreign markets.
“That’s right. Out of a turnover of about €2 Million, 70% comes from the international market while 30% comes from the domestic Italian market. The factors that made this possible are the long-established international network of Lisap that helped us get into countries like Germany and Spain and the fact that we have managed to enter some important markets such as the Netherlands and the UK, which are not always so easy for new brands”.
How many countries are you exporting to?
“We have already reached 35 countries, a good result considering we’ve only been in business for four years”.
You have come up with a very perceptible image for your products…
“Somebody once said we are ‘cheeky’, and that comes from the fact that we wanted our product to be very easily seen on the shelf, with metal labels, flashy bottle colours, big sizes and an easily recognisable logo”.
Can you explain the reorganisation within HQ Holding?
“HQ is a group worth over €50 Million. This includes the progenitor company Lisap, Diapason Cosmetics, Parisienne and the former German distributor Shultze. The production has been reorganised so that all the hair colours and technical products are now manufactured in Rescaldina (near Milan), while treatments and other liquid products are manufactured in the Bologna factory”.
What are Diapason Cosmetics’ plans for the future?
“We will be introducing new products to make our range even richer. We believe we can distribute the brand in about 60 countries over the next two years. It can be possible to develop our business by taking advantage of the long history of Lisap and Parisienne and I like to believe that I can contribute with my personal experience in international markets”.
Talking about numbers, We are pretty happy with last year’s 30% increase. We did even better in the first quarter of 2022 with an increase of 45% compared to the previous year. Of course, we know we are a young brand and know we still have to keep up the hard work”.
Do you have any Digital Activities?
“We use Facebook and Instagram to promote our products and help our partners with free material they can use on their social media platform. We also have an event on Spotify where we link each new launch to a song – it’s another way to keep interest alive on our brand”.